2026-10-25T04:53:53Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011037 2025-05-20T05:04:48Z 1582963436320 1582963436320:1698989841255

Service Quality and Customer Satisfaction Towards Services of Call Center at First National Insurance General Co.,Ltd ( May July Aung, 2025) May July Aung This study analyzes the effect of service quality on customer satisfaction within the call center operations of First National Insurance General Co., Ltd. (FNIG). Data were collected from 195 customers using a simple random sampling method, who interacted with the FNIG call center between November and December 2024. A quantitative research method was applied in this study. Among the service quality dimensions, customer perception of empathy achieved the highest mean value, while other variables remained within the agree level of customer perception. The overall customer satisfaction mean score also fell within the agree level. According to the regression analysis, all the variables such as tangibility, responsiveness, assurance, and empathy had a statistically significant impact on customer satisfaction, except for reliability. Among these, assurance had the most substantial and statistically significant positive effect. Based on the findings, it is recommended to train staff to consistently fulfill promises, establish a robust follow-up process, and implement performance metrics to monitor service delivery. Introducing a ticketing system can further improve service consistency and accountability, ultimately strengthening customer satisfaction and service quality. This study contributes to a broader understanding of how service quality influences customer satisfaction on FNIG and offers implications for improving service operations and ensuring long-term customer retention. 2025-02-01 https://meral.edu.mm/records/11037